Lead generation is a crucial aspect of every business organization. Still, many entrepreneurs and marketers find it tough to generate valuable leads. Since there are several lead generation aspects, entrepreneurs get confused on what is to be modified or improved upon when settling for an effective marketing strategy for lead generation.
Lead generation mechanics
There are components that make the lead generation successful. If present, the following optimized mechanics will lead to a successful lead generation campaign.
- Offer: An offer should be present in every campaign involving lead generation, and it must be captivating. Each offer should be enticing enough to lure customers.
- Call-to-action: A text, image, button or call-to-action needs to be simple, clear and powerful to get the attention of your visitors.
- Landing Page: This is a page where call-to-action and offers are to be placed. The landing is a special page for capturing leads using offers. This page should be easy to understand, easy and neat to make it easy for your visitors.
- Form: For capturing leads, a form would be required, where contact information can be provided by your targeted audience before receiving your offer.
Coming up with irresistible offers
People perceive those hard to find and exclusive offers to be more precious. Offers such as free downloads, sales promotion, and trials can prove to be irresistible. Hence, having a valuable offer can help capture plenty of leads.
- Using scarcity element: Consumers are generally having a psychological effect with regards to scarcity. When demand gets higher and supply is limited, consumers think that since offers are scarce, they are valuable. An urge to buy a certain product can be felt when there is limited supply due to fear of shortage.
- Limited time offers: The limited time offer is effective and common due to the sense of urgency that it sends across. Your target audience will be quick to grab the offer after seeing it on the landing page.
- Limited quantity offers: Limited quantity offers can be effective. This type of promotion makes offers to be much more exclusive, as only limited product numbers are present to be given away to the lucky participants.
- Limited quantity and time: Combination of both these strategies have been termed to be among the greatest of all marketing tactics used since people are compelled to grab the opportunity, while you accomplish your goals. Having an offer with limited quantity and time makes your offer seem unique and exclusive. It can also help get leads faster.
- Bandwagon effect: The fact is that people copy others without even realizing it. Therefore, you should take full advantage of this aspect. Your offer is to be made more appealing by having your visitors know that some people have already participated by taking up the offer.
- Proof in numbers: By having the participant numbers displayed, you can show how many of them have participated. For example, the number of those subscribed to your webinar or newsletter, those who have purchased your merchandise or downloaded your product.
It is necessary to have the current ‘hot’ things aligned with your other offers, for extra exposure. This way, your offers are likely to have increased participants.
Unique offers are to be created on trending topics so that people can see your offer as a must-have.
- Focus on creating an amazing Title: A great title is a defining factor on how people are likely to see your offer. The title should be engaging, interesting and catchy.
- Create offers at different stages of purchase: It is necessary to have your offers to be customized on the different stages of buying, so as to make it much more attractive and lure the customers to enter the next step of purchase. Your customers’ needs are to be learnt, depending upon their stage of purchase, to offer solutions that are prompt and useful.
- More information might be required by some target customers with regards to your product or business, during the initial stage of your offer. Those on the later stage of the offer may need the customer representative to help them out. The clients are to be provided with precise service type on the different sales funnel. This way, your customers can find your business to be accommodating and useful.
- Avoiding Corporate ‘Goobledygook’: Avoid phrases and terms that may make your offer to seem exaggerated. By making use of powerful words, your targeted customers will appreciate your offer.
- Making use of high-value offer formats: Different offer formats are to be examined for determining as to which format tends to generate maximum lead numbers. Few effective offer formats are presentations, ebooks, reports, webinars and white papers.
Rocking calls-to-action
- Your offers will be super alluring due to an element known as call-to-action. Your call-to-action should be interesting and captivating. It is possible to have CTAs placed anywhere, right from emails, product pages and landing pages, thereby enhancing its valuable quotient when generating leads.
- Having the CTA place at a noticeable location: You are to have your CTA to be placed in a location, where it can be noticed by viewers easily. The best place is to have it on top of your page.
- Persuasion is trumped by Clarity: Your CTA needs to be clear, and easy to understand. Vague offers are better avoided, as they bring confusion.
- Making use of contrast to help CTA’s stand out: Using contrasting colors on the site can help CTAs stand out. Ensure that your site does not become oversaturated by colors.
- Linking CTA to dedicated Landing Page: Traffic can be driven by CTAs to offers rather than your homepage. Offers that are found to be irresistible to viewers are to be presented. The offer on the landing page needs to be relevant to the initial offer, to ensure it is grabbed by your customers.
- Product Pages to promote offers: Different offers may need to be created for different products. This way, other products can be found by your customers, when browsing product pages.
- Thank-You Pages from excellent CTA pages: As your audiences are converted to leads, your promotion, as well as engagement, should be continued.
Converting Landing Pages
An essential element related to lead generation is the landing page since it is here where a CTA and your offer are to be placed.
- Effective Landing Page elements: The following aspects are to be present in every effective landing page for becoming successful.
- Headline & sub-headline
- Offer description
- Supporting elements like testimonials
- Image
- Form
- Eliminating Main Navigation
Remove navigation options on your landing page as a way of keeping your visitors there until they make a decision.
- Having less is more: Landing pages are to be kept, to help visitors know what you want them to do.
- Encouraging Social Sharing: Buttons are to be placed to enable visitors to have your page shared or make offers on the social networking sites.
- Coming up with plenty of Landing Pages: Different landing pages are to be created for various offer types and to capture leads in plenty.
- Optimized Forms: Forms help convert leads. Landing pages, CTAs and offers are likely to be useless without a form.
- Correct Length Form: Your form should have few fields to ensure that visitors don't get frustrated or bored when filling your form. A complicated form can decrease your visitors’ chances to abandon your page.
- Not to submit or to submit: The term ‘submit’ is to be avoided on the forms. Rather phrases and terms such as ‘join webinar’ or ‘download eBook’.
- Using Proof-Elements for diminishing anxiety: Your form is to have security features like SSL security seals for helping your visitors to feel confident and provide you with personal information.
- Having a shorter appearing form: The form is to be made shorter or to appear as one. This can be achieved by reducing the spaces between sections.
Multi-channel generation of leads
To help the targeted audience to find you, your products and to have them evaluated, different channels are to be used.
- Leads brought through Blogging: Your blog can generate leads by having your forms and CTA included on the blog pages. Your offers are to be relevant to the content.
- E-mail marketing: Forms, CTAs and offers can be placed on emails which are being sent out to subscribers. Valuable offers are to be sent to ensure that readers grab your offers.
- Social Media: Leads in huge numbers can be generated by creating a social media presence. You can get a community that will keep supporting your products.
- Organic Search: Your landing page is to be optimized to make it easy for searchers to find your offers.
- Using CTAs and Links within Offers: Links of other products are to be added to your offers, to ensure visitors notice them.
- A/B Testing: All techniques that are to be applied to your campaigns are to be tested, adjusted and enhanced. Ineffective elements should be excluded and valuable elements added.